iMat Conference: TALK: Building a Voice for your Brand Engaging your customer in dialogue through online communities and digital platforms.

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Friday 21st July, 2006

“Interactive Marketing and Advertising Trends”

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Some highlights to the talk;

  • The notion that consumers consume and producers produce is dying….
  • “The most basic change has been a shift in the role of the consumer – from isolated to connected from unaware to informed, from passive to active…. increasingly, consumers engage in the process of both defining and creating value”
  • Create a Brand Experience, Not an Impression
    • Leverage Interactivity
    • Pull the consumer in, get them to ‘lean forward’ and participate
    • Think about the length of the experience, the quality of the interaction, not just the number of consumers ‘reached’

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